Dave Evans, VP of Social Strategy at Lithium, has called on Australian businesses to strengthen their social customer experience strategy, as new research reveals more than a quarter of online Australians have no trust in advertising at all.
Speaking at Forrester’s Summit for Marketing & Strategy Professionals, Evans says this new data should be a wake up call to Australian marketers, who collectively spend $10 billion annually on advertising (across free-to-air TV, print, online display, out-of-home, direct mail and cinema advertising).
“The rate at which consumers around the world are rejecting traditional marketing channels is accelerating, as trust in online review sites, communities and company websites grows,” he said.
“Australians are amongst the most sophisticated and demanding in the world – even more so than Americans – so developing a comprehensive Social Customer Experience strategy is the burning platform for Australian marketers right now,” said Evans.
According to PwC’s Australian Entertainment & Media Outlook 2014-2018 report released in July 2014, the majority of Australian marketing departments will continue to move their spending away from traditional advertising and towards ‘owned’ channels as a result of changing customer behaviour.
Evans’ observations of current trends reveals that many organisations have the basics of social in place, like listening and monitoring, but must integrate all channels and quickly engage customers if they are to capture the loyalty of ‘Generation C’ – and should do so on their own platforms.
“57% of CEOs expect social to be a primary way of engaging customers within five years, yet currently 70% of Tweets to brands go unanswered and furthermore, 88% of consumers say they’re less likely to buy from companies who don’t respond on Twitter,” he revealed at today’s conference.
“Our technology means that companies can now manage their online community via their own platform, a strategy that has had major impact for our clients, who are some of the world’s leading brands.”
“The organisations that are ready to lift their game in social will implement a single, unified customer service experience strategy using consolidated social management to deliver loyalty, ROI, sales and cost savings,” Evans concluded.
Lithium’s report revealed that some of the most trusted sources of information for online Australians included:
- 63% trust online sites with product reviews (e.g. Amazon, Yelp)
- 60% trust communities of like-minded individuals (e.g. chat rooms, forums and user groups)
- 50% trust company/manufacturer web sites
- 43% trust social networks (e.g. Facebook, Twitter)
- 26% trust advertising
MediaCom’s recent hunt for a new CEO went global, ultimately delivering the globetrotting Yaron Farizon to its North Sydney headquarters. And Farizon certainly comes with the right pedigree. Born in Kiev in the Ukraine, educated in Israel, he worked for P&G as a business director for eight years through the UK and Eastern Europe before […]
To mark Majella Pinnuck’s return, AWP spoke to her about why she has come back, the hybrid that skills that today’s large organisations need in their corporate affairs and communications professionals, and the challenge of finding candidates with the right skillset. Pinnuck (pictured) started at AWP after she graduated with a bachelor’s degree in Law […]
The Media Federation of Australia (MFA) has launched a Diversity, Equity and Inclusion Advisory Council, consisting of 13 media agency professionals from diverse backgrounds, with the aim of providing guidance to the industry across all facets of diversity and inclusion. The MFA DE&I Advisory Council will promote the MFA’s ambition to build a diverse, equitable […]
One month into the new financial year, Melbourne-based agency Theory Crew has won four new clients across the beauty and FMCG divisions. New clients include the gourmet fruit spread range from France St. Dalfour; organic tea range Higher Living, new to market Australian baby skincare range from Biophysics Group Avo Baby, and soon to be […]
SCA has appointed Commercial Radio Australia Brian White Scholarship winner Zac De Silva (pictured) to its Albury newsroom as it invests in new talent for regional radio newsrooms nationwide. De Silva received the prestigious Brian White Scholarship in 2020 and completed a paid internship at SCA as part of the award. He is just one […]
Spinach has been appointed to manage the media strategy, buying and data capabilities for Australian property developer Beulah. The Melbourne-based developer has several projects in the works including STH BNK by Beulah, one of the most ambitious developments to be undertaken in Australia. With backing from the City of Melbourne’s Future Melbourne Committee, the $2 […]
Digitas, the Connected Marketing Agency, part of Publicis Groupe, has announced the promotion of Adrian Farouk as CEO of Digitas APAC. Farouk (pictured above) is currently CEO of Digitas & Epsilon ANZ, he will take on the new role with immediate effect whilst continuing his leadership at Epsilon, the group’s data and tech platform business […]